Strathcona 1890 Urban Seed Collections is my personal project. The campaign is very extensive and demonstrates how important good creative work is to the ability of a brand to become known. The entire media budget for a year was less than $2,000. The collections are now in 39 stores in Vancouver, Nanaimo, Victoria, Penticton and Winnipeg.
There have been failures, but that is how you learn and grow. I originally had a garlic collection - it was probably my favourite package with the line "good for the heart, but not a first date". But garlic bulbs are only good for about 4 months and because much of the time people are buying these as gifts the contents need to have a longer shelf life. I have found that you have to be willing and able to make adjustments as you go along. The canisters and labels have done some morphing since I started. As well, I experimented with a flat pack that could be more easily shipped and had a lower price point but it did not have the shelf presence of the canisters.
Many people who start launch their own product line believe so strongly in the quality or uniqueness of their creation that they think everyone else will immediately see the same things they do. Fact is you can't get a stranger to see everything you do in 5 seconds, which is about the most time you have to get them engaged in your product when it is sitting on a shelf.
The seed collections have been an amazing experience. It has not even been a year since launch and they are already in 39 stores. I will admit, seeds are not a big money maker. But this is about more than making money. It is about inspiring people to grow a little of their own food so we can become more sustainable. It is about engaging people in discussions about GMOs and food security. It is about nutrition. It is about the environment. And, I get to do it is a way that stirs my creative soul.